Abstract Hair dressing has become an indispensable part in our school life. Chuangmei hair salon, which has been 7 years in Jiangsu Normal University, is the oldest hair salon in our campus. It is now on its stable development. Meanwhile, it is under pressure and challenge with the spring up of other on campus and off campus hair salons. Chuangmei often launches some activities to attract students, but its marketing strategies and services still have many problems. They are really in need of observing the problems and improving themselves, which will ensure school customers to get higher qualified and more satisfied hair dressing service. 48239

    This paper employs the method of SWOT to analyze Chuangmei hair salon. The questionnaire is designed and sent out. Based on statistics, the strengths, weaknesses, opportunities and threats of Chuangmei are analyzed. Then the paper proposes WO strategy for Chuangmei. Finally, some suggestions for WO strategy are put forward: (1) Renovate the store (2) Add make-up service (3) Enrich entertainment activities while queuing up or doing hair dressing (4) Reduce frequency of product sale (5) Cooperate with school (6) Set up WeChat official account.

Keywords: Chuangmei hair salon     marketing strategy     SWOT analysis

摘要美发，已经成为校园生活中不可或缺的一部分。现在，“创美造型”作为江苏师范大学内存在时间最久的美发店，正处于较平稳的发展状态，同时它也面临校内外其他美发店的兴起所带来的压力和挑战。创美常推出一些活动吸引学生前去消费，但在营销策略以及对学生的服务上仍存在着很多不足，因此创美仍需优化和改进,从而使顾客得到更优质、更满意的美发服务。

本文使用SWOT分析法来分析创美造型的营销策略并且发放调查问卷，基于数据统计来对创美的优势、劣势、机会和威胁进行分析。然后，根据SWOT分析得出WO战略。最后提出创美的WO战略建议：（1）重新装修店面（2）增加化妆服务（3）丰富顾客等候及美发过程中的娱乐消遣活动（4）减少产品推销（5）与校园合作（6）建立微信公众号

毕业论文关键词：创美造型     营销策略     SWOT分析法

Contents

Abstract i

摘要 ii

Chapter One  Introduction 1

1.1 Research background 1

1.2 Significance and purpose 1

1.3 Methodology 2

Chapter Two  Literature Review 3

2.1 The research related to marketing strategy 3

2.2 The research related to school retails 4

2.3 The brief introduction of SWOT 5

Chapter Three  SWOT Anaylisis 7

3.1 Pre-questionnaire research 7

3.2 The strength of Chuangmei 7

3.3 The weakness of Chuangmei 8

3.4 The Opportunities for the Development of Chuangmei 11

    3.5 The Threats for the Development of Chuangmei 13

3.6 The Strategic Analysis Based on SWOT matrix 14

Chapter Four  Suggestions 16

4.1 Renovate the store 16

4.2 Add make-up service 16